Digital Marketing

Teacher(s)

Schuiling Isabelle;

Language

English

Prerequisites

1 basic marketing course

Main themes

This course will tackle the new challenges that marketers have to meet in the new and changing digital landscape.  This new digital landscape has a major impact on the way firms have to deploy their marketing strategies and structure their organization. The needs of consumers have changed and it is more difficult to satisfy them than before. Moreover, firms cannot communicate to consumers in a traditional way, they have to converse with them via new digital tools. Firms also have to understand the new consumer decision journey and be in contact with the consumer wherever he is, on whatever support he uses and at any moment of the day. The proliferation of new data from the web will also help to design a good marketing strategy for the brand.
The objectives of the course are to:

• Review the latest changes impacting the marketing strategy of a company (situation analysis, segmentation and positioning).
• Understand the new consumer decision journey and key digital metrics that can help better understand consumers and competitors.
• Be able to develop a marketing plan taking into account traditional and digital marketing tools.

Learning outcomes

At the end of this learning unit, the student is able to :
LLSMS2008	Knowledge and reasoning Project management Communication and interpersonal skills Leadership and team work The course will help students to understand the latest development of strategic marketing in the new digital landscape, Understand the value of new digital tools that can be used to connect with consumers,  develop a marketing plan taking into account data from the web analytics.

Content

1. Marketing revolution in the new digital landscape
2. Impact of the digital changes on strategic marketing
3. The new consumer decision journey
4. Key digital metrics
5. Digital media channels
6. Search Engine marketing
7. Social media marketing
8. Other digital channels
9. Accelerating marketing execution
10. Big data, artificial intelligence and privacy.

Teaching methods

Lectures, case studies; teamwork assignments. Conferences  with marketers from the new digital world will be organized.

Evaluation methods

• First session: The course will be evaluated based on a team project (30%) and on an individual exam (70%).  
• If the teamwork assignment is not delivered, students will have not completed the requirements of the course and will be given an “Absent” for the first session.

Malus points will be attributed (up to 3 points) if the individual work is not done on time, poorly done or due to the absence to the conferences.

• Second session: same as the first session. If the June result is <10/20, the students will need to rework the group project if it is <10/20 and retake the exam if the exam is <10/20. The course will still be evaluated the same way, based on the team project (30%) and on the individual exam (70%) and the malus points will continue to be integrated in the final mark.

Bibliography

Reference book:
Syllabus available at the DUC and on Moodle
And not compulsory: DIGITAL MARKETING, CHAFFEY AND CHADWICK, 7th edition. 2020 Pearson
Additional references on the topic  will be communicated later to the students

Faculty or entity

CLSM